When you finish this chapter, you should: Understand how information technology is speeding up feedback for better implementation and control, know why effective implementation is critical to customer satisfaction and profits, know how total quality management can improve implementation including implementation of service quality,...
Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 19 Objectives When you finish this chapter, you should Understand how information technology is speeding up feedback for better implementation and control Understand the differences in sales analysis, performance analysis, and performance analysis using performance indexes. Know why effective implementation is critical to customer satisfaction and profits Understand the difference between the fullcost approach and the contributionmargin approach. Know how total quality management can improve implementation— including implementation of service quality Understand how planning and control can be combined to improve the marketing management process. Understand how sales analysis can aid marketing strategy planning. Understand what a marketing audit is —and when and where it should be used. 9. Understand important new terms 192 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Information Technology Faster Faster Feedback Feedback Relationship Relationship Building Building 193 Real Real Time Time Data Data Details Details Efficient Efficient and and Effective Effective For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Specific Implementation Problems Marketing Mix Decision Area Operational Problem Implementation Approach Product Rapid product design Pretest different versions Use 3D CAD software PC graphics samples Place Inventory coordination Get input and cooperation Bar code, EDI TV conference Promotion Quick TV ad distribution Answer questions Satellite distribution Tollfree number Price Identify frequent users Determine impact of price sensitivity Create “favorite” club Show unit price, vary by market and competition Exhibit 191 194 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Total Quality Management Cost of Defects Management Leadership and return on quality Continuous Improvement TQM Customer Focus Empowerment Quality tools, benchmarking, and the like 195 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Sales and Performance Analyses Sales Sales Analysis Analysis Tools for Control Performance Performance Analysis Analysis Performance Performance Index Index 196 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Marketing Cost Analysis Allocation Full-Cost Approach 197 ContributionMargin Approach For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Key Terms Total Quality Management (TQM) Continuous Improvement Pareto Chart Fishbone Diagram Empowerment Benchmarking Sales Analysis Performance Analysis Performance Index Iceberg Principle Marketing Cost Analysis Full-Cost Approach Contribution-Margin Approach Marketing Audit 197 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill ... benchmarking, and the like 19 5 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 199 9 Irwin/McGraw-Hill Sales and Performance Analyses Sales Sales Analysis Analysis... Analysis Allocation Full-Cost Approach 19 7 ContributionMargin Approach For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 199 9 Irwin/McGraw-Hill Key Terms Total... Performance Performance Analysis Analysis Performance Performance Index Index 19 6 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 199 9 Irwin/McGraw-Hill Marketing